Nice-Pak is launching what it claims is an “industry first” moist toilet tissue that breaks apart faster than toilet roll.
It has created a new ‘Secureflush’ line under its Nice ’N Clean range, which it claims is strong enough to clean, yet breaks apart rapidly when flushed.
Billed as a “game-changer”, the wipes are plastic-free and carry ‘fine to flush’ accreditation.
The wet wipes manufacturer cited consumer data from Attest, which found 83% respondents who would consider buying moist toilet tissue said they were extremely or somewhat concerned about the risk of blocking the toilet or pipes when flushing it [November 2021].
Nice-Pak MD Kevin Verbruggen called the innovation “a significant achievement for our team, who spent several years carrying out the comprehensive research and development”.
The product had recently launched in the US and was “performing brilliantly”, he said.
“Now it’s time for UK consumers to experience a fresher clean, while doing the right thing for our environment,” Verbruggen added.
The launch will be supported by a marketing campaign involving online, social media, and in-store PoS activity.
It comes after Labour MP Fleur Anderson last November called on the UK to ban any wet wipes containing plastic.
Earlier this week (28 February), Tesco announced it would scrap all baby wipes containing plastic from mid-March.
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